The name of the rising custom sandwich chain – “Sandwich Factory”, became the driving force for the design of its second store in Down Town Herzelia. Themes such as order, movement, control, assembly lines and industrial feel almost dictated it.
However, unlike the way most factories are conducted, in this case we wanted the end users to become real participants in the process, allow them to experience the “assembly line” and through this unexpected exposure to spark a sense of informal pride in the brand and the people who represent it.
We thus decided that the factory should be located in the center of the space, fully exposed from 360 degrees with all its energies, like a nucleus. The clients are seated around a “fire place” to inhale the warm smell of the baking dough, watch the crispy breads being sliced, spread and filled with color and texture.
The physical nature of the rented space with its fully exposed glass facades of 6.5 meters high allows passer-bys to easily peek inside and be intrigued by the power of the factory drawing them in. To strengthen its presence in such a high space a curtain was introduced on the edges of its borders to mark and conserve the energies around this core. In order to avoid “partial View” tickets, seating galleries were introduced along the periphery of the stage so that the “show” could be viewed with greater ease from different viewing points. The assembly line thus became a theatre, with “sandwich factory” as its leading player, a place where clients are encouraged to eat with their eyes.